|21st November 2008||#1|
Join Date: July 2005
Skinny models don't sell (study)
Perhaps the most interesting advertising studies conducted over the past several years were those by Dr. Helga Dittmar of the University of Sussex, who determined that plus-size models are actually more effective at selling clothing than underweight models.
There were two threads on this forum about her research:
Well, now a new study has been published that arrives at exactly the same conclusion, further corroborating Dr. Dittmar's research:
This is VITAL information, because the excuse that the fashion industry, and the media, constantly uses to justify their fetish for anorexia-inducing, starving models is that they supposedly sell better.
But of course, that excuse is completely false.
In fact, the fashion/ad companies have never done any research, never done any comparisons. None of them have ever actually used attractive plus-size models in their ads (and that was the crucial caveat in Dittmar's research -- the plus-size models were more effective in advertising, as long as they were attractive).
But every time a researcher actually does a comparison with plus-size vs. skinny models, it turns out that the plus-size models are better at selling products.
Ergo, the only reason underweight models are used is because of the aesthetic bias on the part of industry professionals, and not for any actual commercial reason.
Basically, they're hurting their own sales, just because of their personal prejudice.
And that's not just bad business. It's wrong.
Here's the link to the article:
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